How Phillip Schofield's 21-year This Morning career unravelled in 10 disastrous ... trends now
Phillip Schofield has dramatically quit ITV's This Morning after 21 years following a weeks-long feud with his former BFF and co-presenter Holly Willoughby.
After days of reports that Phil faced the axe at the channel, he took to Instagram on Saturday to reveal he had 'agreed to step down from This Morning with immediate effect.'
It follows the breakdown of the pair's friendship, which is said to have begun as Phil's brother Tim stood trial for sexual offences against a teenage boy.
It is understood that Holly was not informed of the trial by Phil and instead found out the reason he had taken a break from the programme later.
After days of speculation over who would blink first as ITV bosses entered crisis talks, Phil today left the show for good.
Here MailOnline has a complete guide to how the feud unfolded into disaster over the past 10 days.May 10 - News of the pair's cracked relationship first emerges
What feud? Rumours of the couple's falling out first hit the headlines on May 10
It was revealed last Wednesday that Holly and Phil were 'barely speaking' off camera as the cracks in their relationship emerged.
The couple are 'not as close as they once were', insiders at This Morning originally told the media, as a source said the couple were considered to be 'separate entities' on the show for the first time.
Holly had reportedly made it clear to bosses that should Phil leave the breakfast programme she wanted to stay on.
A source said: 'It has become an open secret that things aren't as rosy as they once were, Holly however has made her position clear and that is that she wants to remain at the heart of This Morning.'May 11 - Viewers spot tension as Holly and Phil return to air and Phil issues bombshell statement
Phillip Schofield and Holly Willoughby on ITV's This Morning today after rumours of a rift
The following morning as Holly and Phil returned to the screens, viewers were quick to notice a tense atmosphere between them.
Some viewers pointed out that there were no trademark fits of the giggles during the programme, for which Holly and Phil have become known.
One Twitter user said: 'Doesn't matter how much they try to cover up the cooling off of their friendship, it's obvious on the sofa. Holly's body language says it all, the way she sits slightly turned away from Phil.'
Others noticed that Holly appeared to have removed her co-star's Twitter handle from her bio, although it is unclear exactly when the change was made.
Later, body language expert Judi James told MailOnline that Phil's on-air persona was similar to the body language exhibited by Prince Harry at the King's coronation.
Ms James said: 'Phil adopted a jaunty, almost cocky air, using some overkill rituals and facial expressions and some status-and-power splaying to suggest resilience and defiance'.
She added Holly 'looked less comfortable, using some barrier rituals to suggest a cut-off from Phil, with the couple's normal synchronicity falling apart at times'.
As the reports hit headlines, Phil made the decision that night to issue a statement to The Sun about his friendship with Holly.
He said: 'As I have said before, Holly is my rock.
'We're the best of friends — as always, she is an incredible support on screen, behind the scenes and on the phone.
'Holly has always been there for me, through thick and thin. And I've been there for her.
'The last few weeks haven't been easy for either of us.'May 12 - Holly left 'blindsided' by Phil's statement as Alison Hammond touted as replacement
Replacement: Holly reportedly would like Alison Hammond (pictured) to become her new co-host and is said to already have expressed her desire for them to team up to ITV bosses
Sensationally it was quickly reported the following morning that Holly had been completely 'blindsided' by the presenter's statement as sources close to her said she had not been warned in advance.
They added the first she had seen the statement was when it was published online, and there had been no contact from Phil beforehand, leaving her 'upset'. The couple allegedly shared a tense phone call afterwards, which failed to resolve any of the issues.
It was also revealed that Phil's return to the programme after a three-week break had been planned to make the couple's performance appear carefree.
But viewers were quick to notice the tension in May 11's show, as at one point Holly nervously played with her wedding ring, unable to look her co-star in the eye as she wished her son Harry a happy 14th birthday.
Questions also emerged over the couple's future hosting of Dancing On Ice, the show where they first met.
A source told The Sun: 'Holly and Phil are the shining stars of Dancing on Ice, but if they aren’t getting on there are fears it won’t work.
ITV bosses were said to be considering Phil's future on This Morning, after This Morning editor Martin Frizell allegedly became s ‘fed up of clearing up Schofield’s mess’.
It came as Kim Woodburn branded the 61-year-old as 'nasty' and demanded ITV sack the star from his This Morning role. She told GB News: 'He's an obnoxious, horrible man and I don't know why he's still on television.'
Elsewhere Alison Hammond was touted as a possible replacement for Phil after audiences reacted positively to previous episodes which had been hosted by the female duo.
And in a sign that the feud was encroaching more and more into the show's format, the couple were removed from a promo clip upcoming shows in a subtle yet telling change.May 13 - Holly is pictured looking glum amid 'feud' with Phillip after the pair 'call off holidays together'
End of an era: Phillip Schofield has quit his role on This Morning after 21 years as host, after weeks of tit-for-tat which saw him and Holly cancel their planned holiday
Holly was seen looking glum as she stepped out last Saturday after the pair reportedly called off their annual holidays together amid their rumoured feud.
It was also reported last Saturday that the previously close pair had called off their annual family holiday, which had become a tradition.
On the same day the Mail on Sunday revealed that a young runner who worked with Phillip 'mysteriously' left his role on This Morning after striking up a close friendship with the host.
The man, who is in his 20s, first moved to ITV show Loose Women before leaving the network entirely – amid unsubstantiated claims of a falling out with Schofield.
The Mail on Sunday was told that other stars at the show and his colleagues were surprised to see the talented staff member leave so quickly three years ago, particularly given the mentoring that Schofield had shown towards him.
Both ITV and Schofield insist that his job on Loose Women was a promotion.